Ian Johnson, Out Now
June 5, 2007
(From one of our Gay Market News readers who kindly sent this in last week. With thanks to her.)
Out Now Consulting is a marketing agency that provides specialised gay marketing services to large companies by researching gay lifestyles and using the information to develop strategies to target gay and lesbian consumers.
History
This company was founded by Ian Johnson in 2001 and is the international operation of an Australian company, Significant Others, which commenced operations in 1992 and was formally established as a business in the state of New South Wales in 1993.
Out Now parent, Significant Others, presented the Keynote address at the world's first gay marketing conference in 1994: see Chasing The Pink Dollar conference, Sydney, Australia. April 1994.
In 2001, with the opening of an office in Amsterdam, the company became the only business of its kind with agencies in more than one country: see Lucassen, Christine. Tapping Into The €400 bn gay market - Marketing group Out Now advises clients on ways of targeting 'pink' euro. International Herald Tribune - NL edition, p2, February 5, 2002
Activities are now undertaken in the US, UK, Germany, Belgium, France, Ireland and The Netherlands markets: see Keller, Amanda. Australian TV report on Significant Others. The Hub, 1996.
Clients in Europe, Australia and the United States include Citibank, National Australia Bank, Hilton Hotels, Barclays, Lufthansa and Toyota: see also Commercial Closet Association - selected Out Now Consulting advertising clients.
Areas of work
The company works in five areas: market research, advertising, training, PR and strategy development and is cited by mainstream media as an authority on gay consumer issues.
Citation examples include:
- Barker, A. Same-sex ads swim into mainstream - Industry embraces buying power of gay market. Variety magazine (US), Reed Elsevier. April 12, 2007
- Matheson, C. Wedding industry in the pink. BBC news online. February 14, 2006.
- Adams, Phillip. Here Come The Metrosexuals. Radio National, Australian Broadcasting Corporation. September 25, 2003. Late Night Live.
Their role in the development of gay marketing in various countries is cited in the Dutch language edition of a marketing textbook by Dr. Philip Kotler: Principes Van Marketing (Principles of Marketing). Pearson Education. 2006. pp 365-367 (ISBN: 90-430-1071-5)
Gay market research
The agency has initiated research projects for gay and lesbian media in several countries including Sydney Star Observer, DNA Magazine (Australia), Gay Community News (Ireland), Diva (magazine), Gay Times, Bent (magazine) (United Kingdom) and De Gay Krant (Netherlands), such research usually being the first marketing analysis of gay consumers.
The resulting findings have been reported by various international media including:
- Travel Daily News
- Financial Mail (South Africa)
- The Independent (UK). Bloomfield, Steve. Closet UK: 49% of gay people are too scared to come out at work. January 29, 2006.
- Guardian Unlimited (UK). Katz, Liane. Burgeoning gay travel market worth up to £600m. November 6, 2006.
- BBC TV. UK gay market. Emily Maitlis. BBC News. January 2006.
Industry role
In June 2006, the MD of Out Now Consulting was Keynote speaker for the first gay marketing conference held in the UK - see Pink Pound Conference. Keynote Address: Johnson, I titled Money myths and change - the power of the Pink Pound. The Pink Pound Conference. The Ingenious Group. June 22, 2006.
In November 2006 Out Now presented a Keynote seminar in London on gay travel marketing at the travel industry's largest world conference, World Travel Market. Out Now. Keynote Address: The gay and lesbian market - Essential How To Guide. The World Travel Market (London WTM). Reed Business Exhibitions. November 8, 2006. Travel Weekly citation: Gay travellers turned off by clumsy approaches. Reed Business Information. September 21, 2006.
Out Now presented at the February 28, 2007 Marketing For Good event in London which for the first time considered gay marketing topics.
Other links
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Gay market insight is Out Now: Gay Marketing. Solved.Helping brands marketing & advertising to gays and lesbians.
LGBT communications successfully reaching the lesbian and gay consumer market since 1992.
To reach our main site for lesbian and gay market research, gay advertising, gay PR, GayComfort(TM) training and gay marketing strategies, visit OutNowConsulting.com. All content on all Out Now websites (C) 2007 - Out Now. LGBT communications successfully reaching the lesbian and gay consumer market since 1992.
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